<![CDATA[Website plays an important role for micro, small, and medium enterprises (MSME) to introduce the product and develop their business. This research aims to investigate the factors that influence brand trust and the consumer intention to buy the product through the website of MSME. Quantitative research was performed by online survey with a purposive sampling method involving 196 respondents who have purchased through the website of MSME. Structural Equation Modelling was used to analyze the data. The findings of the study indicate that the website appearance was the factor that builds consumers’ trust in the brand which finally drives the intention to buy online. Website memegang peranan penting bagi usaha mikro, kecil, dan menengah (UMKM) untuk memperkenalkan produk dan mengembangkan usahanya. Penelitian ini bertujuan menggali faktor-faktor yang dapat memengaruhi kepercayaan terhadap brand dan minat beli konsumen untuk berbelanja melalui website UMKM. Penelitian kuantitatif dilakukan dengan survei daring dengan metode purposive sampling melibatkan 196 responden yang berbelanja melalui website UMKM. Structural Equation Modeling digunakan untuk menganalisis data. Hasil penelitian menunjukkan bahwa tampilan website merupakan faktor yang membangun kepercayaan terhadap suatu brand yang akhirnya mendorong minat konsumen dalam berbelanja secara daring.]]>
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